Ahead of Super Bowl LX this weekend, regulators and public health stakeholders in the US continue to criticise the sports betting industry’s approach to gambling harm.

As US sportsbooks head into Super Bowl weekend, the North American market has witnessed record betting volumes collide with growing concern over consumer risk.

The NFL’s showpiece event has become the most commercially significant moment in the American sports betting calendar, but it is also increasingly viewed as a stress point for player protection frameworks.

In a recent segment aired on NBC’s News 10, which looked into the signs to look out for when it comes to gambling addiction, it stated mental health professionals warn that high-profile sporting events can accelerate harmful gambling behaviour.

Craig Johnson, a licensed mental health counsellor specialising in gambling addiction, stated periods of intense betting activity often expose deeper issues. He noted that individuals experiencing harm frequently begin to cross personal boundaries, engaging in dishonesty, concealing losses and hiding financial activity from family members and partners.

According to Johnson, the Super Bowl represents the most challenging phase of the football season for vulnerable bettors. The combination of playoff momentum, expanded betting markets and constant promotional messaging creates an environment where avoidance is difficult.

He argued that for those attempting to stop or reduce gambling, the current media and advertising landscape significantly increases relapse risk.

The renewed focus comes as the commercial scale of US sports betting continues to expand rapidly. Data from the US Census Bureau showed that tax revenues generated by sports betting increased almost fivefold between 2021 and 2025.

At the same time, the American Gaming Association estimated that more than 67 million Americans will place a wager on the Super Bowl this year, with total spend forecast to exceed $1.76bn.

In addition, advertising practices remain a central issue throughout the US landscape. The Super Bowl’s broad, family-oriented audience makes it a premium marketing opportunity for sportsbooks, but critics argue that the volume of betting advertising risks overexposure, particularly for younger viewers.

This recent news segment by News 10 follows closely from another NBC media outlet TODAY Show covering a report from Common Sense Media, which highlighted that nearly half of US teenage boys have gambling by the age of 17, raising concerns for regulators, platforms and betting stakeholders.

Jim Steyer, CEO and Founder of Common Sense Media, described the data as a clear warning sign, arguing that gambling exposure is no longer incidental but structurally embedded in the online ecosystems used by minors.